One of the big changes that doesn't cost anything so didn't have to change is soft product. Service then was incredible. My first international F was a year or so after the OP, and out of LA it was great. A call the night before from MY concierge, asking when I would arrive at LAX. There she was, wearing a red flower as promised, waiting curbside for me, with several other people. Someone to take my papers, to get me processed quickly, someone to take my bags, either to check, or on ahead to the International First Lounge. She took me to the special security checkpoint, walked right through, with the lady with my papers waiting, already having given them to security.
Then escorted on the the IFL. Met inside by the butler, everyone addressing me by name. Special tags for all my carry-ons. Asked
when I wanted to board. Before everyone else, or just before takeoff. Also asked if I wanted anything for the flight. Newspaper, book, anything. They would go fetch it for me! Then GREAT food. Even though a 747, not a lot of people in the lounge. Because I had never been in first I wanted to board early. So my concierge comes and gets me, and we go to the gate (77, I think), and with all the others huddled around the gate struggling to be first, my concierge announces loudly "I'll be boarding Mr. flyinbob now", and without even slowing, on I go. No ID, no ticket to show. Nothing.
Introduced to the purser and other F attendant on board. The concierge stays on board until departure, in case you forgot to get something. Everything perfect. The flight attendants were beyond exceptional. They were there when you wanted, and were discreet when you wanted to sleep. The service was incredible. Multi-page menu, lots of champagne and food. Wanting for nothing, including impeccable service.
Last international flight I took on UA all I remember is having to fight to get into the IFL, with the guardians of the gate demanding lots of proof I was worthy.
Tell me, really, if someone (or their company) spends thousands or tens of thousands on a ticket, how does UA get away with the level of service they do? Hard product be damned, how much does it really cost for people to be nice?